There are a lot of law firms in this country, and there are plenty of agencies pitching these firms different digital marketing plans. But do you know how to pick the right agency from hundreds of portfolios, media kits, and applications?
We’ve come up five things to consider when hiring a digital marketing agency. Plus, we’ll explain why they matter and how to find an agency that delivers exactly what you need.
1. Get to Know People on the Team
A marketing agency made up entirely of outsourced talent is like a law firm where 100 percent of the lawyers are “of counsel.” Not that there’s anything wrong with that but every business needs some full-time glue to hold it all together. Marketing agencies are no different.
While we contract with freelancers, we never outsource all work. We have in-house digital marketing experts that ensure consistency with our overall strategy.
When you know the people on your marketing team, you know there’s someone you can call (or email) to meet your needs when you need them.
2. Ask About Their Research and Analytical Tools
Digital marketing is always evolving. This is especially true of search engine optimization. It has to keep up to date with changes in search engine algorithms and keep an eye on what your competition is doing.
We think this makes a real, measurable difference in our ability to keep clients ahead of the pack. Your agency should be doing that too.
Ultimately, your digital marketing agency needs to know:
- Which marketing strategies are working and which ones aren’t.
- How effective are your lead conversion techniques? (Many agencies focus on getting people to contact you. What matters is whether those leads hire you.)
- What’s in the future for legal digital marketing? What changes can you make to stay ahead of the competition?
- Is your social media strategy helping your business?
There are remarkable tools available to digital marketers, but many of them are complex or expensive and therefore beyond the reach of some agencies.
Be sure your agency can have a conversation with you about how much they invest in research and analytics.
3. Find Out Who They Work For
Your business is too important to be someone’s guinea pig. Some marketing agencies have little to no experience marketing law firms. Choose an agency that has been around the block and has a record of success to show for it.
Consider looking for a digital marketing agency that specializes in attorney marketing. But be sure that whichever agency you pick has the resources to make your account a priority. Some agencies play the field and work for multiple law firms within a single market.
4. Rule Out One-Trick Ponies
Some marketing agencies are very good at traditional advertising but not at digital marketing or content creation.
Some are good at web design but not search engine optimization.
Online success requires expertise in all digital areas. That’s why internet marketing is an industry, not just a talent.
5. Results Speak For Themselves
We suggest asking to see results before hiring an agency.
An agency should have hard proof on hand: Stats, maps, charts, and data. Case studies that demonstrate a clear relationship between the agency’s efforts and clients’ success. A compelling before and after, if you will.
Don’t be shy about asking for proof. If the agency is shy about supplying it, that’s a red flag.
How Will Your Business Use the Network?
Network Affiliates is a team of legal marketing professionals with decades of experience and a real sense of strategy for success. Whether you’ve used our TV advertising services or this is your first encounter with our team, drop us a line and learn more about what we can do for you digitally.
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